Offer Free Shipping for Members Instead of Discounting Prices
Amazon.com sells a membership called Amazon Prime. Membership gets you free 2-day shipping and discounts on overnighting packages. The more you spend with Amazon, the more valuable your membership. It is very easy to understand the value of the membership because it is quite simple. You can even share the member benefits with up to four other people in your household. Nice dynamic!
Why not offer free shipping to your members for all publications and products rather than giving a discount off the price? Discounting your products can be seen as devaluing their worth. Free shipping is an excellent perk that doesn’t make any statement about the worth of the content and encourages more spending. It should also make you more money in the long run since it is roughly a fixed cost and you won’t be discounting your more expensive items.
We price our publications to include shipping, plus we offer discounted pricing for members. The price they see in our catalog or on the website is the price they pay. Our publications sales have increased over 200% in last three years.